The well-known question, “If a tree falls in the forest and no one is there to hear it, does it still make a sound?” could also apply to fiber-to-the-home (FTTH) developments. In other words, what good is it to build an FTTH community if no prospective buyers hear about it?
That’s the challenge for developers and builders as FTTH communities start to hit the market with more frequency while the general public is not yet fully informed as to the benefits of the technology. Several of the key steps a developer can take are organizational in nature, but the key selling points, such as speed, cost savings, value and simplicity, will still need to be marketed. According to Max Kipfer, executive vice president of corporate development for Connexion Technologies, a leading deployer of FTTH networks, many developers don’t want to be associated with the potential problems of being an FTTH service provider. “The last thing a developer needs is a phone call from a homeowner complaining that something doesn’t work in the home,” he says.
“For years, developers have avoided FTTH so they could blame telecommunication faults on the incumbent service providers. Although FTTH takes a leap of faith, the benefits more than outweigh the downside.”
The following is a list of tips that can help bring the FTTH message to the end-user. Start by educating the developer as to the benefits. Then, see that knowledge trickle down.
Tip #1: Create a Developer Marketing Kit
Such kits are valuable assets. Typically, they include co-op advertisements, ad campaign ideas, lists of community resources and support, services brochures and supporting residential materials. These supporting materials provide recent company and industry coverage and collateral that will be helpful in selling the property. The kits also feature a press release template that offers a starting point for the development to seek its own press coverage initiatives.
Tip #2: Use a Field-Marketing Manager
Many developers and service providers believe that a fiber connection will sell itself, just like granite countertops. That is not necessarily so. Even if prospective buyers have seen the cute kid in the Verizon FiOS TV commercials, it does not mean they will connect the benefits of fiber to their new home.
That’s where a field-marketing manager can really come in handy. This person is responsible for educating sales staff. The first step in successfully marketing fiber optic communities is understanding their benefits. Field-marketing managers work closely with the developer to market the fiber optic amenity. They continue this commitment to the community until the last resident moves in, providing support materials, attending resident meetings, hosting events and answering sales questions for staff.
“One of the best marketing resources we have is a dedicated field-marketing manager,” said John Haynes, developer of Headwaters at Banner Elk. “Having a go-to person who can answer all of your questions and really help you market your community is unique. Plus, the field-marketing manager will continue to help until the development is completely sold out. Now, that’s special.”
Tip #3: Employ a Service Activation Specialist
Some homeowners make the decision to connect to fiber, but then do not know what the next step is. Who do they call? Which services should they bundle? A service activation specialist can answer these questions.
The service activation specialist works directly with homeowners to set up services and to ensure understanding of the fiber optic amenity. Responsibilities include activating channel programming, verifying picture quality, testing all outlets, troubleshooting service issues, providing technical support and recommending service upgrades.
Tip #4: Take a Customized Approach to Marketing
Marketing fiber should not be haphazard, but planned. A cohesive and themed program will include a dedicated press coordinator, dynamic Web site with solid fiber content, co-op advertising with service providers and education programs for buyers. “You need to constantly reinforce what they have bought,” says Kipfer.
He points to the success of the Kellswater Bridge Development in Kannapolis, N.C., as an example of how a development can approaching its FTTH marketing. He quotes George Kiser of Kellswater Bridge who said, “One of the best sales tools we have is FTTH.”
Tip #5: Get FTTH into the Sales Center
Side by side with the carpet samples, the sales office in a development needs to have a kiosk devoted to the connectivity inside and outside the home. Some kiosks are actual interactive plasma TV displays; others play a continuous loop DVD on the benefits of fiber. Still, other builders have a kiosk that is simply a literature display. Whatever the format, the on-site salesperson should be able to converse with the prospective homebuyer regarding HDTV, Internet speed, phone service, etc.
Another way to bring the message into the sales center is through resident events and special promotions. Make sure a field-marketing manager is attending these events to answer questions that residents may have about their fiber optic amenity.
Tip #6: Create Good Collateral Literature
Resident-focused collateral, tailored service guides and customer activation brochures help the developer and builder sell units. Make sure to customize material for each community so that the language and messaging is consistent with the target demographic.
Tip #7: Develop Good Partnerships
Partnerships with leading vendors, like Corning, Cisco and Alcatel-Lucent, benefit developers as well. They help developers plug into national marketing programs that otherwise may be unavailable to them. For example, Corning’s Connected Community program offers regional developers the same benefits as national ones. They receive the same level of support from Corning through partnerships with their fiber network operator.
Tip #8: Obtain Co-op Dollars from Your Service Provider
In a co-op program, both partners work together to create an advertisement that meets the needs of both parties involved. Usually, one partner provides a template. It can then be altered to promote a specific community. Once adjusted, the ads should be approved for use in certain publications.
Tip #9: Sell the Lifestyle
Communities have different market segments they need to attract. That is why unique marketing initiatives are essential to a successful marketing campaign for fiber.
Remember: Your focus as a marketer is to sell a lifestyle. Your goal is to educate consumers about the amenity. They are already sold on the technology. So, what is the best way to educate someone about something they do not understand? Well, all consumers learn differently. So, it’s essential to customize your marketing approach to each market segment. THB